| dc.description.abstract | Purpose: This study investigated whether customers’ perceptions of green
practices significantly affect their perception of green brand image and attitude towards
purchasing intention which is aimed to develop a theoretical model to better explain
customers' green behaviors towards Phê La brand since then offering practical
implications for successful green marketing management to enhance revenue in
operations.
Design/Methodology/Approach: The data is collected from over 300 Gen Z
and Millenials who have bought Phê La’s products at least once in life. Regarding the
research methodology and approach, the quantitative method was chosen to establish
the study. Through online forms, the researcher has received 307 valid responses to
carry out the data analysis process in their study. PLS-SEM approach statistical
software, and Smart PLS will be utilized to analyze the data.
Findings: Regarding the results of the research, Green Brand Image is
influenced by Green Practices. After that, the findings reveal the positive and
significant impacts of Green Brand Image on Customers’ Attitude, followed by the
mediating effects of Green Brand Image between the relationship of Green Practices
and Attitude. Moreover, Attitude accounted for 11.8% of reasons to promote
Willingness to pay. | en_US |
